Data Visualisation: How to Communicate More Effectively with Your Prospects

How do you communicate optimally with your target audience? How do you convey your message simply, however complex it may be at the outset? How do you stand out and embed yourself in the minds of your prospects? Data visualisation makes this possible. Here is an explanation of a simple concept that has always proved its worth.

What is data visualisation?

Data visualisation involves analysing and exploring numerical data in graphical form. The aim is to present complex numerical data as simply as possible. It is a particularly effective communication tool — both for a brand's audience and internally within a business.

Why is data visualisation so effective?

The term may seem new. Yet the concept has always existed. Even when learning mathematics, we use statements such as "If I have 5 apples and lose 2, how many are left?" — complete with visuals.

And that is for good reason. Scientists estimate that 90% of the information transmitted to the brain is visual. The brain processes an image 60,000 times faster than text. Confucius had already said as much in his time: a picture is worth a thousand words.

He could not have been closer to the truth. Beyond a certain volume of abstract data to process, the brain can no longer analyse and comprehend the information it receives. Data visualisation, which conveys the same information without requiring any effort of memory or abstraction, brings out the important data and broad trends at a glance.

How to communicate with data visualisation?

In communications — whether digital or physical — visuals have always been the most effective tools. The clearer and easier to understand the message is at a glance, the better.

It is no coincidence that images and video are the most popular media on social networks, that an online message without a visual is broadly ignored, or that a brand's visual identity is essential to its growth. Visuals attract the eye, tire the brain less than text, and stay in the memory for longer.

Using data visualisation to create infographics, for example, is therefore an excellent means of communication.

A word of caution, however: whilst the visual is important, so is the message. Data visualisation should not be used to excess, but only when you genuinely have a message to get across.

Data visualisation must fit within your communications strategy and have a purpose beyond simply attracting attention. Because attracting attention, as tempting as it may be, is only a first step. If no second step follows, you will have caught the attention of your prospects in vain.

Data visualisation must capture the audience and bring them some knowledge — some added value. Infographics that are ultimately shallow in substance, however beautiful they may be in form, can quickly become counterproductive and get you labelled as a brand to avoid by prospects.

On the internal side, data visualisation also has clear advantages. What better way to process information about your prospects, after all? Or to show your team members which new priorities should be addressed, and why?

Data visualisation is already part of everyone's daily life — from learning maths in primary school to the infographics we discover during our professional research. Understanding how it works and the impact it has is a first step towards using it optimally.
Need a graphic designer to create your infographics and better reach your prospects? Do not hesitate to get in touch with us for any question or graphic project!

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